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Posterscope's 2016 Out-of-Home Predictions

Outdoor advertising is evolving faster than ever before. Never before has new technology been driving such massive change, not only in how we display ads, but also in how we plan OOH campaigns.
Posterscope’s predictions for what 2016 holds in store for out-of-home industry looks at ‘driving direct payment’, ‘a beacon of consumer engagment’, ‘real time service’, ‘advertising for the good of society’, ‘the connected content consumer’, ‘ad blocking’, ‘the role of Artificial Intelligence’, ‘the experience economy’  ‘personalisation at scale’and ‘click and collect’.
To read the report click here

New Ubiquitous and Proxama partnership sees Beacon-enabled Taxis across the UK

Ubiquitous Taxis and Proxama the mobile proximity marketing expert, have announced an exclusive, long-term partnership to create a network of beacons in the UK’s black taxis, enabling messages to be delivered direct to an engaged audience experiencing times of dwell.
The network will connect consumers to brands via their smartphones using Bluetooth Low Energy (BLE) Beacons. The partnership will plan to install up to 4,000 beacons into taxis in London and other major cities including Edinburgh, Glasgow, Manchester and Birmingham, meaning that passengers can receive context-relevant messaging, as they travel to their destinations.
During the course of one year, each London taxi is estimated to make around 4,500 journeys, principally around central London locations, rail stations and London’s airports – similar journeys are experienced in other UK key cities. London’s regular taxi users tend to have high personal income, are smartphone and tablet enabled and are likely to be middle-management and above – in short, a very desirable group and one which brands very much seek to reach. This new beacon network represents an opportunity not only for Ubiquitous’ clients to send contextually relevant messages to passengers’ smartphones, but will be relevant to all app-based clients seeking a beacon network that engages with high value consumers, across a long dwell time.
Andrew Barnett, Managing Director, Ubiquitous comments: “Being the first company to put beacons into black cabs at scale is consistent with our innovative track record and I am delighted to be working with Proxama who are quickly establishing themselves as pioneers in this market. For all brands, the opportunity to connect with their customers through proximity marketing, in a high dwell-time setting such as the back of the cab, provides a unique one-to-one moment in which there is the time to respond to messages and offers.”
Based on data from their existing beacon networks, Proxama anticipate that 24% of consumers that receive ‘in-the-moment’ content-relevant notifications will click-through to the app. This is a significantly higher response than other forms of mobile advertising.
Jon Worley, CEO of Proxama marketing division comments, “This is an excellent high profile partnership for us and one which we believe is extremely well suited to proximity marketing. The average cab journey lasts around 20 minutes in London and is a natural time for people to engage with their smartphone for messages and new content. We look forward to seeing the customer reaction. Our network of beacons has grown rapidly across London since the beginning of the year. Advertisers are now able to make use of the Proxama Network which covers London buses, airports and black cabs, with further expansion planned across multiple sectors.”

Exterion Media introduces moments to connect on London buses

Out-of-Home advertising company Exterion Media will implement beacon technology across the capital’s buses to enable Londoners to access targeted and relevant content on the move.
Exterion Media, Europe’s largest privately held Out-of-Home advertising business, has announced that, in a commercial first, it has equipped 500 London buses with beacon technology. Beacons play a vital role in the company’s Urban Activation strategy to connect consumers with brands via innovative technology. Exterion is already working with leading brands to deliver welcomed information and entertainment to 300,000+¹ London bus-riders every day.
The solution, developed in collaboration with Proxama PLC (AIM: PROX), the international mobile proximity marketing company, uses Bluetooth Low Energy (BLE) beacon technology to send targeted in-app messages to London commuters’ mobile devices. This creates an opportunity to deliver highly contextualised messages at moments when they’re most receptive, which when combined with Out-of-Home (OOH) advertising, can prompt immediate action.
This announcement comes after a successful six month beacon trial on 110 buses in Norwich, which saw 30% of users clicking through from receipt of notification and 2,000 app downloads. Exterion’s online urban community work.shop.play. recently found London to have the highest penetration of smartphones (94 per cent) in the UK². Coupled with this, the average journey on a bus in London is estimated to be between 17-19 minutes³ (with some journeys taking considerably longer). This provides passengers the time and opportunity to respond, interact, view or redeem offers delivered direct to their mobile phones. This mobile popularity and the lengthy journeys makes beacons on London buses an attractive channel to deliver extended consumer engagement to audiences on the move.
“We are continually seeking new and innovative ways to connect brands with consumers and this solution will engage audiences on the move in a way that builds meaningful and mutually beneficial relationships. We believe the future of OOH engagement is the ability to deliver a truly personal experience; and, with so many of us keeping our smartphones handy during the bus trips we take every day, it makes sense to combine the two. Our ultimate aim is to deploy this technology across our portfolio nationwide, with a long-term vision of providing full connectivity across buses in the UK.” says Jason Cotterrell, Managing Director UK, Exterion Media.
“The trial in Norwich and our partnership with Exterion Media showed us that consumers are open to receiving content via their mobile devices while they travel, so we expect to experience a similar level of success once we roll out across London. By ensuring that content pushed to users is relevant, personal and received at the right time, beacons are set to enhance Londoners’ commuting experiences.” says John Worley, CEO of Proxama Marketing Division.
Sources
¹ TfL (500 buses)
² work.shop.play. Mobile Phone Survey 2015
³ work.shop.play. London Commuter Survey 2013/14

The future’s bright – Beacon technology and airport media – by Jessica Bee – Integration Director, PSI

Beacons are fast becoming the technology of the moment. Sectors as diverse as retail, public services, entertainment and leisure are all harnessing the benefits of using these small, wireless devices, to very different ends. Beacons are a type of low-cost, micro-location-based technology that uses Bluetooth low energy (BLE 4.0) to communicate with mobile devices.
They offer brands the ability to get to know target audiences and their preferences better through location and interaction data. This enables marketers to serve locally-relevant content and vouchers on people’s mobile phones or push notifications through to build loyalty programmes. With the introduction of Beacons across the globe in so many different environments, global consumer adoption is looking like it will be relatively fast-paced. Coupled with the fact that Apple is supporting through its own iBeacon platform, the future looks bright.
In the international airport environment specifically, beacons are now being used to enhance passenger services. The latest to be unveiled – in a pilot scheme by Emirates – is fitting Beacons into luggage tags to track baggage and prevent loss. Used in this way, they function as a kind of wearable technology for consumers’ suitcases. British Airways has also been trialling them along the consumer journey to improve customer experience and provide useful information like boarding times.
Of course, with this new technology comes a massive opportunity for media deployment, and nowhere is this more apparent than with out-of-home (OOH). Beacons placed in normative OOH sites transform them into an opportunity for brands to build engagement and make their OOH work even harder. As the airport environment becomes an ever more competitive retail opportunity, beacons can help provide brands with a competitive edge as they seek to bridge the path-to-purchase from departures lounge to duty free store.
One of the big questions, however, is how to host these beacons. The necessity of having an activated app running in the background of the consumer’s phone and having it Bluetooth enabled can mean that the funnel of active participants becomes too small to warrant usage.
This poses a key decision for advertisers. Do they build their own app and promote its usage to host messaging, or do they partner with an app that has a high consumer download – for example an airline app – to ensure enough users to make the platform viable?
Another key consideration is privacy and advertisers providing the right push messaging. Encroachment into the audience’s personal handset has to provide a genuine consumer service, otherwise it runs the risk of alienating the audience. For example, a travel retail brand using beacons installed in their OOH sites along the path-to-purchase in airports could offer a complimentary voucher in duty free, rather than just reasserting the messaging that already surrounds the consumer on OOH.
Investments from media owners such as EYE – which is installing beacons into their existing digital networks In London Gatwick as part of their £8m media upgrade plans – already show faith that this technology is likely to challenge other consumer engagement platforms like NFC.
Beacons can offer such a wealth of opportunity for brands, and environments like airports where there is a saturation of tech-savvy early adopters are perfect for brands looking to engage target audiences in new ways. However, to make the most of the opportunity beacons present, brands must strike the right balance and keep the consumer experience at the core of any beacon-enabled campaign. That way they can ensure that they engage consumers on their own terms, using this new technology to advertise in a new and innovative way while also enhancing consumers’ lives.
Jessica Bee – Integration Director, PSI
Via: 12Ahead.com

Hawes & Curtis, House of Fraser and Bentalls Install Beacon-Enabled Mannequins

Hawes & Curtis, House of Fraser and Bentalls have installed beacon-enabled mannequins in their store windows – a first for the retail industry.
Created by Iconeme, a technology and design company, the VMBeacon mannequins enable customers to receive details via their smartphone about the clothes on display and let retailers engage directly with consumers who are shopping in, or passing by, a store.
To access the technology, customers need to download the free Iconeme app, which they can then use while shopping in one of the participating retailers.
When a customer with the app is within a 50m range of a VMBeacon-enabled mannequin, they will receive an automatic alert about the content they can access.
This includes details about the clothes and accessories displayed, such as price and links to purchase the items directly from the retailer’s website, or where they can be found within the store.
Shoppers can also see more detailed photos and descriptions of the products plus save looks for later, share with friends and access additional offers and rewards.
The technology allows Hawes & Curtis to choose what information is made available, plus also gives access to analytic reports to gain customer insight and help improve service and sales.
As the brand begins to collect consumer data it may begin to experiment with tailoring offers it makes available through the mannequins.
Shoppers using the app have the ability to choose which of their details are made available, via their own privacy settings.
House of Fraser will use the VMBeacon mannequins at its online store in Aberdeen where customers can view product ranges, collect their online purchases and shop the department store’s website via iPads and terminals.
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Via: The Drum

Top London Shopping Street Installs Beacons in 100 stores

One hundred retailers with stores on London’s upmarket Regent Street, one of the city’s busiest shopping locations, have installed Bluetooth Low Energy beacons that trigger personalized offers and communications for shoppers who have downloaded a mobile app developed by landowner The Crown Estate.
Participating retailers include Hackett, Karl Lagerfeld, Sebago,Anthropologie, Armani Exchange, Brasserie Zedel and COS.
The Regent Street app listens for beacons placed in each store so that, as shoppers walk past, they receive alerts ranging from information about new products, to upcoming events, to exclusive offers only available to those shopping on the street that day.
The app builds a profile for each shopper so the content they receive is tailored to their preferences. But The Crown Estate insists its app allows customers to choose the brands they wish to connect to and does not track their data.
The introduction of the new Regent Street app and BLE beacons forms part of The Crown Estate’s £1bn Regent Street regeneration programme. The app was developed by digital marketing firmAutograph.
Via: NFC World

SnackBall iBeacon Fitness for Dogs

With lots of talk about beacon technology, its retail and experiential applications, comes this little piece from GranataPet, a healthy pet food company from the Bavarian Alps… It’s called the #SnackBall, and it uses beacons to create an automated outdoor game for dogs, where they can reward themselves, by fetching a ball and bringing it back to the throwing station. If the dog is fast enough, a fresh and healthy snack is automatically released from a dispenser.
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Via: Digital Buzz Blog

Mobile Location-Based Advertising Worth €10.7bn by 2018

According to a new research report from the analyst firm Berg Insight, the total value of the global real-time mobile location-based advertising and marketing (LBA) market will grow from € 1.2 billion in 2013 at a compound annual growth rate (CAGR) of 54 percent to € 10.7 billion in 2018. This will then correspond to 38.6 percent of all mobile advertising and marketing. Location-based advertising and marketing will thus represent around 7 percent of digital advertising, or 2 percent of the total global ad spend for all media.
The past year has seen a number of significant developments in the real-time mobile LBA space. One example is the concept of beacons based on Bluetooth low energy (BLE). “The concept of Bluetooth marketing has been reinvigorated following Apple’s introduction of iBeacon in 2013”, said Rickard Andersson, Senior Analyst, Berg Insight. While so far remaining sparsely deployed, Berg Insight anticipates that beacon adoption will take off in 2014 as retailers launch innovative marketing schemes and leverage the possibility to analyse how customers roam and dwell in stores and aisles. “The burgeoning BLE-based beacon ecosystem is now populated by a large number of diverse players including PayPal, Qualcomm and start-ups such as Estimote, Swirl and Shopkick”, said Mr. Andersson. He adds that these companies constitute a completely new set of players competing alongside established LBA specialists like Verve, Placecast and xAd, LBS players including Intersec, Telenav and Waze, and operators such as AT&T, SFR and the UK joint venture Weve.
Via: Total Telecom

UK Retailers Adopt Beacons Technology in Shopping Centre First

A shopping centre on the south coast has become the first in the UK to adopt the proximity-based marketing tool Beacons, offering retailers the opportunity to target customers with messages in-store by sending push notifications to their mobile phones.

Brands including WHSmiths, Game and Nandos have signed up to use the technology at the Swan Centre in Eastleigh, Hampshire to deliver targeted ads to shoppers’ mobile phones. The Beacons tool means retailers will be able to send shoppers discounts and offers straight to their phones when they visit the centre, without them having to open an app or browse a website.
The service was developed by technology start-up TagPoints. It incorporated the Beacons tool into the Swan Centre’s “SmartRewards” loyalty app, which it says has already had more than 1,200 downloads despite “limited” marketing of the app to shoppers.
Users now will receive a welcome message when they enter the centre, along with 10 loyalty points that can be used in conjunction with retailers’ discount offers in a bid to get people to sign up to the service. Seven brands with stores in the shopping centre have already signed up to use the Beacons technology, with campaigns expected to roll out in the coming weeks.
Sue Hillyer, WH Smith’s Swan Centre store manager, says: “Being able to offer real-time rewards and incentives based on a customer’s location is very exciting. It has already driven shoppers into store and we can only see it being more successful as targeting gets more accurate.”
High-profile US brands such as Macy’s, Timberland and Clarks are actively testing the tool, but UK advertisers have adopted more of a “wait and see” approach to using Beacons. However, food chain Eat recently became the first brand to trial Weve’s new loyalty app, Pouch, which uses Beacons.
Via: Marketing Week